IBF Customer Management Presentation - Daymaker

Daymaker Czech
Repulic
Everything is about the customer meeting
About the research
Background
The annual survey is conducted in
Sweden, Norway, Poland and now for
the first time in the Czech Republic.
The survey was first performed
in Sweden in 2009 by Daymaker AB.
Purpose
The purpose of the survey is to
identify what happens when retail
staff interact with customers in
different channels.
Method
Daymaker has worked with Mystery
Shopping, Mystery Calling and Mystery
Web.
Daymaker has researched six different
branches and 31 chains. Each chain has
had 5 visits, phone calls and e-mails,
which make a total of 465 observations.
When Daymaker measures service, we analyze 6
main areas during each retail store visit
Environment
First
impress
-ion
Checkout
Custom
er needs
Sales
Knowledge
Daymaker’s rating scale
 
Within each category we set up a number of
specific questions
 
All answers are then recalculated and shown in
percentage of max result (0-100%)
 
Aggregated visits place the store (and then
retail chain) on an Average Result 0-100%
> 80%
> 40%
< 40%
Daymakerindex Multichannel
Shop
100
90
80
70
60
50
40
30
20
10
0
The diagram shows how the customer meeting looks in the Czech Republic’s retail sector’s shops
Source: 465 observations, Daymakerindex Multichannel 2012
Daymakerindex Multichannel
Shop
Telephone
E-mail
Multichannel
100
90
80
70
60
50
40
30
20
10
0
The diagram shows how the customer meeting looks in the Czech Republic’s retail sector in each channels
Source: 465 observations, Daymakerindex Multichannel 2012
Daymakerindex – Result per industry
Shops Telephone Mail Electronics 73 % 62 % 43 % Furniture 56 % 57 % 41 % Drugstores 59 % 57 % 32 % Shoes 54 % 61 % 30 % Sports 59 % 48 % 35 % Clothes 52 % 50 % 20 % The picture shows the result per industry and channel in the Czech Republic’s retail sector
Source: 465 observations, Daymakerindex Multichannel 2012
.
Results
Daymakerindex 2012
Drugstore Store Place Email Place Mul7channel Place Drugstore Ø 5. 2. 3. 4. 1. 57% 57% 57% 59% 50% 65% 3. -­‐ 4. 3. -­‐ 4. 2. 5 1. 32% 57% 30% 33% 30% 11% 1. 3.-­‐4. 2 3.-­‐4 5. 49% 49% 50% 51% 43% 54% 4. 3. 2. 5. 1. Place Phone Place Email Place Mul7channel Place Alza Datart EURONICS Mironet 73% 56% 72% 82% 75% 5. 4. 2. 3. 62% 72% 73% 42% 57% 2. 1. 5. 4. 43% 33% 72% 37% 48% 4. 1. 3. 2. 59% 53% 72% 53% 60% 4.-­‐5. 1. 4.-­‐5. 2. OKAY 83% 1. 64% 3. 25% 5. 57% 3. Furniture Store Place Phone Place Email Place Mul7channel Place Furniture Ø 56% 29% 56% 71% 76% 50% 5. 3. 2. 1. 4. 57% 50% 53% 59% 48% 75% 4. 3. 2. 5. 1. 41% 41% 39% 38% 47% 40% 2. 4. 5. 1. 3. 51% 40% 50% 56% 57% 55% 5. 4. 2. 1. 3. DM Drogerie TETA Marionnaud Rossmann Yves Rocher Electro Electro Ø Asko nábytek Ikea Jysk Kika Sconto Place Phone 59% 32% 64% 60% 50% 88% Store Results
Daymakerindex 2012
Fashion Fashion Ø Blažek H&M Mark&Spencer New Yorker Reserved Takko Shoes Shoes Ø Baťa CCC Deichmann Humanic Reno Sport Sport Ø A3 Alpine Pro Hervis Intersport Spor\simo Store Place Phone Place Email 52% 73% 43% 69% 46% 39% 43% 1. 4.-­‐5. 2. 3. 6. 4.-­‐5. 50% 68% 54% 54% 21% 53% 53% Store Place 54% 50% 50% 68% 53% 49% Store 59% 43% 65% 63% 60% 63% Place Mul7channel Místo 1. 2.-­‐3. 2.-­‐3. 6. 4.-­‐5. 4.-­‐5. 20% 63% 0% 40% 0% 15% 0% 1. 4.-­‐6. 2. 4.-­‐6. 3. 4.-­‐6. 41% 68% 32% 54% 22% 36% 32% 1. 4.-­‐5. 2. 6. 3. 4.-­‐5. Phone Place Email Place Mul7channel Place 3.-­‐4. 3.-­‐4. 1. 2. 5. 61% 70% 62% 63% 63% 49% 1. 4. 2.-­‐3. 2.-­‐3. 5. 30% 44% 8% 56% 18% 24% 2. 5. 1. 4. 3. 48% 55% 40% 63% 44% 41% 2. 5. 1. 3. 4. Place Phone Place Email Place Mul7channel Place 5. 1. 2.-­‐3. 4. 2.-­‐3. 48% 47% 43% 51% 43% 57% 3. 4.-­‐5. 2. 4.-­‐5. 1. 35% 38% 0% 48% 33% 55% 3. 5. 2. 4. 1. 47% 42% 36% 54% 45% 58% 4. 5. 2. 3. 1. Does it really matter if you
say hello?
Satisfaction: 6.54
Satisfaction: 8.20
Important factors for a satisfied customer
Shop
Rating 1-6 (51 st)
100%
90%
80%
70%
60%
50%
40%
30%
20%
10%
0%
Rating 9-10 (51 st)
Comments from customers that gave
high scores
•  Felt noticed and appreciated that
someone made contact with them
•  The sales people got involved and were
interested
•  Professional
•  Good product knowledge
•  Helpful
•  Happy (smiled)
•  Friendly
“The sellers attitude was very professional but at the
same time kind and relaxed. She carefully listened
to my wishes and with interest she tried to find the
most suitable products for me”
Comments from customers that gave
low scores
•  Didn’t feel noticed
•  The sales people were not involved and
not interested in them as customers
•  More questions should have been asked
•  Greater product knowledge
•  Make eye contact with customers
•  Don’t have private conversations in front
of customers
“I was not satisfied with the presentation of the make-up at all.
When I asked the seller what she could recommend, she said that
it is hard to give advice, because all products are good. She said
that most customers come with a specific request for one brand.
When I told her that I do not know these brands, she stood in front
of the panel and showed me the products by saying: ”so here they
are”. She did not suggest any products herself. I had to ask
questions and when I repeated that I do not know these brands,
she said again that the customers who come here know exactly
which brand they want. When I picked some products I liked she
spontaneously offered me to test them. She tested lipstick on her
own hand. The seller did not ask for what purpose I would like to
buy make-up. The presentation of the products was weak. I was
expecting a greater effort from her side.”
Top Performers in customer service sell more
Amount in Euro
In this example the mystery
shoppers had an unlimited
budget for purchase.
Amount in Euros
Figures from a Daymaker
survey in Scandinavia
So why don’t retail staff give good service?
We have identified 15 barriers or “explanations”
Reasons / explanations – in order of frequency
1.  I have so many other things to do
2.  One has to talk some private even during working hours
3.  It is more comfortable behind the cash desk – the customer will let me know if
they need something.
4.  I know when a potential customer enters
5.  I am already busy helping a customer
6.  The customer will ask if they need something
7.  I know what the customer needs/wants
8.  I want to offer everything I have
9.  I don´t recommend a product
10.  A customer that is trying out something wants to be left alone
11.  The customer has already purchase enough
12.  ”Is that all?”
13.  Not verifying/confirming the purchase
14.  Not invite to the next visit
15.  ”Next”
Summary
Clear customer meeting – multi channel strategy
 Chanels need to be harmonized to provide a good customer
experience.
 Companies need a clear “customer promise” so they will
appear the same everywhere
Clear guidelines from management
 What should the staff focus on
 Find the genuine interest and curiosity of the staff
 Teach the staff to listen and react to the customer
This will help you get happier customers that will come back.
Daymaker seminar
http://www.daymaker.cz/fotogalerie-a-trailer-z-daymaker-seminaereceipt-of-successful-retail-business
If you have any questions don’t hesitate to contact us
Natalia Folbrycht
Managing Director
+42(0)603 925 506
[email protected]
More information about Daymaker,
Daymakerindex and our products can
also be found on www.daymaker.cz
www.daymaker.cz